FMbaba-Chapter12

________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

• Sales promotion

• Personal selling

• Advertising

• Public relations

• Direct marketing

In a marketing communications mix, ____________ refers to any short-term incentive that encourages the purchase or sale of a product or service.

• advertising

• sales promotion

• personal selling

• crowdsourcing

• public relations

In a promotion mix, ___________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling unfavorable rumors and events.

• personal selling

• sales promotion

• direct marketing

• advertising

• public relations

Which of the following is true of marketing strategies that are being developed in the new marketing communications model?

• They are more targeted, social, and engaging.

• They target much larger customer segments.

• They rely more on mass-media marketing techniques.

• They use very little alternative media.

• They include a greater number of print media ads.

____________ tends to legitimize products, is very expressive, allows brand or company dramatization, and can build up a long-term image for a product.

• Direct mailing

• Telephone marketing

• Door-to-door selling

• Television advertising

• Printed-catalog marketing

The objective of ________ advertising is to build primary demand.

• reminder

• comparative

• personal

• informative

• persuasive

____________ advertising primarily maintains brand relationships and is important for mature products.

• Comparative

• Persuasive

• Personalized

• Reminder

• Classified

The ______________ method of setting an advertising budget typically overlooks how promotion affects sales.

• affordable

• percentage-of-sales

• objective-and-task

• competitive parity

• adaptive-control

The ______________ style of advertising shows ordinary people clearly using a product in a normal setting.

• personality symbol

• slice of life

• mood or image

• testimonial evidence

• technical expertise

Which of the following media is most suitable for having consumers provide input on product design or features?

• television

• radio

• magazines

• social media

• billboards